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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
Amanda Smith (00:00):
Amanda Smith. Creating a media strategy that truly connects with your audience isn't easy, and we all know it, especially with so much content out there vying for everyone's attention. And it made me think, what should companies be thinking about when it comes to creating a media strategy? So I tapped CARNA Owens. She is a content marketing go-to-market expert with a wealth of experience in both content marketing and strategy. And what I love about her approach is that she always keeps the audience at the heart of it. So for her, it's not just about putting content out into the world. She wants to create authentic, meaningful connections that drive results. She's all about understanding where the audience is, what they need, and how to meet them with the content that resonates. I had the chance to give her a call and ask her how B2B brands should be thinking about their media strategy. Here's what she had to say. Your call has been forwarded to an automatic voice message system. At the tone, please record your message.
Corrina Owens (01:18):
Hey Amanda, great question. I've been thinking about this constantly, and I find it's so challenging to convince senior leadership about the importance of this and why. Where are you getting all your content today? It's probably in the hands of your phone. And furthermore, that's probably in social context. In social media. So think about your buyers. Your buyers are slowly becoming more and more of that Gen Z population and they get their breaking news from social media. That's how you should be thinking about your content. How are you telling a story through a lens that's easily consumable in a couple of seconds that's going to hook you and is going to grab you? This is the way all media companies themselves are starting to think. They're starting to leverage not only social media influencers, but they're starting to leverage shorter form style content. Things that are going to hook you, things that are going to grab you so that they can take you to their long form content.
(02:10):
So where are you getting your content? The device that's in your hand right now. So think about starting there as your launch point for what is going to drive the most consumption of your content in the future. If you're looking for just a really easy way to get started, no lift, I recommend a tool called Plot that's going to help you search what's trending and how you can think about relating that to your audience on the thread of relating it to your audience. You should always be living in subreddits that matter to your audience. So think about what are those key topics? What are those keywords that really matter to your audience? And scroll subreddit for those. That's a great way to start formulating your content and starting to build off from there. That's going to help ensure that you're hitting not only your audience with the right message, but what's really mattering to them as relevance in this moment in time. You know how to reach me on LinkedIn or just text away. I got you girl.
Amanda Smith (03:05):
Thank you for listening. Want your podcast to do more? Subscribe to Genius Cuts because it's never just a podcast.